U.S. Consumers Show Interest in Learning About CRISPR-Edited Pork

A study conducted by researchers from North Carolina State University, Virginia Tech, and the University of California, Davis found that people are generally open to learning about CRISPR-edited pork, with many showing a strong intention to seek information and a low tendency to avoid it. The findings highlight opportunities for scientists and communicators to build public understanding as gene-edited pork moves closer to commercialization.

The study found that U.S. consumers had moderate levels of information about CRISPR-edited pork but were generally willing to seek more information and were less likely to avoid it. Social media and news media were viewed as the most relevant information channels, while Extension services were seen as having the strongest capacity to provide information. Higher education was also associated with greater information seeking, lower information avoidance, and more systematic processing.

Overall, the findings suggest that consumers' willingness to engage with information about CRISPR-edited pork may depend on both their information needs and the communication channels used to reach them. The researchers recommended using multiple communication channels, including news media, social media, Extension services, and interpersonal sources. They also emphasized the importance of evidence-based messaging, audience segmentation, and coordinated communication across platforms to support informed public engagement with gene-edited foods.

For more information, read the study from GM Crops & Food.